Formula E has teamed up with Disney EMEA ahead of ‘Cars 3’ being released to bring the global franchise to brand new audiences.
The first phase of the collaboration kicked-off at the Paris ePrix on May 20th, where a life-size model art installation of Lightning McQueen was on display in the eVillage fan zone. Additionally, extensive branding could be found around the circuit in the French capital. The trackside activities will continue during the double-header at this weekend’s Berlin ePrix at Tempelhof Airport on June 10th & 11th.
Furthermore, Disney and Formula E will also be producing a series of content, featuring Formula E drivers giving their insight into what it takes to be a champion. The content will be refreshed on a monthly-basis throughout the year, and is aimed at both kids and parents. It will feature across Disney’s owned TV and digital platforms, as well as well as those of Formula E.
The partnership coincides with the highly-anticipated release of ‘Cars 3’, which races onto UK screens on July 14th, 2017, followed by Denmark on the 31st of August 2017. ‘Cars 3’ sees the return of the legendary Lightning McQueen (voiced by Owen Wilson). Blindsided by a new generation of blazing-fast racers, he is suddenly pushed out of the sport he loves by newcomer and hi-tech racer Jackson Storm (voiced by Armie Hammer).
To get back in the game, he will need the help of an eager young race technician, Cruz Ramirez (voiced by Cristela Alonzo), with her own plan to win, plus inspiration from the late Fabulous Hudson Hornet and a few unexpected turns. Proving that #95 isn’t through yet will test the heart of a champion on Piston Cup Racing’s biggest stage.
“Teaming up with Disney epitomises the uniqueness of the FIA Formula E Championship and our ability to engage the next generation of sports fans”, explained Formula E’s Global Marketing and Brand Director Ben Padley.